I love writing sales copy. I just filed a 300-word passage for the back cover of my new book, Seeing through a Donor's Eyes -- How to Make a Persuasive Case for Everything. I had in mind the AFP world conference bookstore in New Orleans. And a shopper picks the book up because of its stunning cover. Flips it over. And since she's risking $25, she reads the whole thing I wrote, a description of the book's contents, a description I have unmercifully studded with emotional hooks, a brier-patch. By the end, her knees are quaking from fear and and yet hope.